Trending Sources

Why Just One Kind of Member Research Isn’t Enough

Associations Now

By pursuing both quantitative data and qualitative input from its members, the Construction Financial Management Association discovered a gap in its member value proposition—and how to fix it. For associations looking to better attract and engage members, the answer is better data.

The Marketing of Marketing is not Telling Us The Whole Story About Member Research

SocialFish

And we focus far more on data and surveys than we do on qualitative market research. Technology promises to give us unprecedented access to our members’ hearts and minds but does it really deliver? We may start to repel members instead of attracting them.

Members Who Share Their Opinions Expect Action (here is what we are going to do!)

Smooth The Path

Our members won’t want to give 45-minutes to hour of their time for an interview is a common worry among many association executives. But I find that members actually do. The good news is these are exactly the members we most need to talk to. Members want to be heard.

Case Study: In-depth Member Interviews Feed Association’s Strategic Plan

Smooth The Path

What else should the association do to support members during these extremely challenging times? With this in mind they decided to test out a qualitative research methodology as input to this strategic planning process. Listening to members.

Slow Data vs. Fast Data

Smooth The Path

Slow data is the data we accumulate after talking to members at event after event after event, by job shadowing or in member phone interviews. When you have seemingly unanswerable questions about members it is slow data that holds the answer. Related posts: Please ask members.

Members Leave Associations Without a Sound

Smooth The Path

Related: Don’t ask for feedback from members who are too new. Asking members to opt in after a bad member experience. The post Members Leave Associations Without a Sound appeared first on Smooth The Path.

There are Important Things We May Not Know About the Association

Smooth The Path

There are some things about the association we may not know unless we ask members. our long-time members are disengaging. we use different words than our members use. we are solving a problem members have already solved.

Data and Association Decision-Making

Smooth The Path

We feel better when we can say 75% of our members do this. When making a strategic decision on the basis of qualitative data (a member survey, our own data or third party data) ask these questions: Who responded and are these the members we most need insight from?

My Sleep Study Illustrates the Problem with Association Data

Smooth The Path

Member Research data matching needs with solutions new product development process product development qualitative qualitative member research quantitative quantitative member research risk solutions strategic planning

Don’t Ask for Feedback from Members Who Are Too New

Smooth The Path

Should we look outside the association to talk to prospective young members? The post Don’t Ask for Feedback from Members Who Are Too New appeared first on Smooth The Path. Related: Data and association decision-making. Beware of one question surveys for associations.

Before You Go To Your Go-To Member Insight Methodology

Smooth The Path

Match your business goals, your project’s goals, your members’ goals with the right member research methodology. Why no member survey may be better than one member survey. Consider what the methodology is best at doing.

Helping Members Answer the Questions that Matter Most

Smooth The Path

There’s an interesting dance that happens with member research. We ask the questions we think we want to know the answers to but members see those questions and find they would rather answer some other more important questions. Qualitative member research methods do.

Mind the Member Gap

Smooth The Path

When I talk to relatively new members there is almost always a 3-5 year gap between when the member started in the profession or industry and when they actually became a member of the association. Members get value when we help them solve their problem.

How Often are We Out of Sync with Members?

Smooth The Path

Likely members think the value of their membership is more than or less than we think they think it is. Likely members have better or worse experiences with the association than we guess they do. Likely members like the conference more or less than we assume they do. Often.

Data and the Member Story That Resonates

Smooth The Path

Why no member surveys may be better than one member survey. You analyzed member data and conducted surveys, here’s what is next. The post Data and the Member Story That Resonates appeared first on Smooth The Path. Related links: Data and association decision-making.

To Conduct Exit Surveys or Not to Conduct Exit Surveys

Smooth The Path

My guess is, we would learn: most members don’t renew because their job changed, some smaller number didn’t renew because they didn’t see the value, and some others didn’t renew because the price is too high. Related: Why no member surveys may be better than one survey.

Learn About Members’ Why

Smooth The Path

This is great advice but it is awfully hard to do when we don’t know our members’ why. For every action (or inaction) members (and non-members) take there is a why. As established organizations, knowing our member’s why helps us develop and communicate our why.

Please Ask Members

Smooth The Path

As a member researcher I see some validity to this statement. Research, particularly qualitative research is very good at naming member problems but members themselves are often hard pressed to articulate the right solution. We have got to ask our members.

Why Didn’t Our Members Choose Us?

Smooth The Path

It is so frustrating… Industry suppliers launch competitive products and events and our members purchase them. Members have a challenging problem and we have the solution but they do not use our solution. We reach only 14% of the population of potential members.

Price 20

Using member research

Optimist Consulting

Last week 30 membership professionals gathered to hear about member research and what it can do for an organisation. The first presentation, from Seb Elsworth at ACEVO (where I used to work), the charity CEO membership body, who focused on using research to inform the strategic planning process. Then Amanda Rosewarne from Kingston Business School talked about her project collecting CPD research amongst employers and professional bodies.

Our Members Are Not Crazy

Smooth The Path

Members don’t take the time to understand their benefits. Those chapter leaders are not communicating well with new members. There are so many situations that pit association staff against members. Dive into your member’s stories and find out how close you are.

We Are Finding Out What Skills Association Leaders Need Today (And You Can Too!)

Smooth The Path

When these results are back we will create a final report combining insights from both studies; statistically valid quantitative results with select anonymous stories and context from the qualitative research to illustrate the key findings.

One Thing We can do to Prepare for Change

Smooth The Path

Related: Members need association help when they face change or start something new. Did you know that member surveys can be risky? Association Strategy Member Research change innovation member insights member problems risk strategy technology

Results indicate that Membership Associations Who Performed Member Research in 2012 Had Higher Acquisition and Renewal Rates.

Experts in Membership Marketing

This year we learned that 65% of membership associations that introduced member research in 2012 saw an increase in new members. If your leadership needs it, these results provide a strong rationale to perform member research.

Overcoming Association Change Fatigue

Smooth The Path

If you are walking into an association where one or a combination of any of these things have happened, you may see that everyone is fatigued; staff, board and maybe even members. One great way to build trust is learn about members and help everyone else to learn about members in a new way.

IBMS: achieving a 25% response rate for their members’ survey

Optimist Consulting

Recently, I helped my client The Institute of Biomedical Science carry out a members’ survey. In addition to approving the survey, they were also great ambassadors for the project when they were out and about talking to members.

When did you last map your member touchpoints?

Optimist Consulting

Understanding how your members and potential members experience your organisation is an important insight in membership development. When I work with clients I have found it useful to map out these touch points across the member journey. Uncategorized member touchpoints

Joint Surveys and the Importance of Knowing Your Industry

Association Adviser

More about the importance of knowing your association members and your industry in depth. Marketing & Communications Membership association research industry research marketing research member research member surveys.

Exploring Association Innovation: New Study

MembersClick

In fact, Amanda Kaiser, qualitative member researcher and Chief Pathfinder at Kaiser Insights, and the National Business Aviation Association (NBAA), recently teamed up to put together the 2016 Association Innovation Research Report.

Four Untrue Myths of Association Innovation that Stop Us in Our Tracks

SocialFish

Association professionals say their association is not innovating because they are under-resourced, they don’t have the right ideas or don’t know how to prioritize between a bunch of great ideas, or the association’s stakeholders (leadership, staff, board, members) fear risk.

The 4 Skills Associations Should be Teaching

Smooth The Path

What we are lacking are life skills that can make our member’s lives (and jobs) significantly better. Life skills that can make them happier, more productive; a better professional and a better member. Dr. Carol Dweck proves this out in her research.

Diversify Your Retention Rate, and Other Membership Ideas

Associations Now

Your intrepid membership blogger returns from two conferences at regional societies of association executives with a roundup of tips and ideas, including great questions for member research and the power of delegating metric measurement to staff.

Are Members Getting Value or are They Satisfied?

Smooth The Path

The value members perceive they get from the association or their satisfaction in the association? This question was posed by an association executive during a webinar on member research that I recently gave to 140 attendees. Related articles: Where you find member value.

Focus on Members Who Love You the Most

Associations Now

Why one association researcher discounts nonmember feedback in favor of the highly engaged, and how that choice relates to associations’ strategic decisions about what segments to engage. ” Engaged members think the association is important and are willing to help it get better.

Why I like the Market Research Society’s (MRS) successful membership change project

Optimist Consulting

I know from working with my clients on membership change projects that there are two essential elements to any change process that affect members: Ensuring you use a long-term communications campaign that is consistent. Taking your members along with you. Talking to members.

Three Difficult Conversations Meeting Planners May Encounter

Associations Now

So, you and your team put a lot of time and effort into creating a meeting that you were sure would drive high attendance numbers given past experiences or even member research. Everyone must face unpleasant or difficult conversations in both their professional and personal lives.

The Stories We Tell Ourselves

SocialFish

Even our members seem immune to our messaging. Can members quickly and easily make the link from their problem to our solution? As prospective members progress down a decision-making path and we need to appeal to them at every step. A member joined to solve a problem.

How Are Associations Using Twitter?

SocialFish

While all of these things are important for our members to know perhaps pushing all of the time is not so engaging. Instead of just pushing messages through Twitter here are some other ways to use this social media channel that may help you serve your members.

Peek Behind the Scenes of One Innovative Annual Conference for New Ideas to Use at Your Annual Conference

Smooth The Path

For many new members the annual conference is the first time they get to interact with the association and the community in a meaningful way. Many members also say the conference is the biggest value compared to the association’s other offerings.

It is Time to Revisit Our Member Segments

Smooth The Path

Going one step further, we typically see segment-able behavior, preferences or problems within our classically defined member categories. We may see members who are far more entrepreneurial than most. We may see members who are more forward thinking than most.